Microsoft has quietly rebranded Windows Store, the flagship store for apps and games, to Microsoft Store. The rechristening comes as part of a software update the company pushed to some Windows 10 Insiders (beta testers).

Besides the name, nothing much has changed as part of the rebranding, news site MSPowerUser reported on Friday. Users will, however, notice a new logo for the Microsoft Store, which instead of Windows logo, now has Microsoft logo. Users who haven't signed up for Windows Insider program won't see the change yet. We've reached out to Microsoft to comment on the reasons for the rebranding, and will update this copy once we hear back.

Photo Credit: MSPowerUser

Microsoft hasn't made any announcement about the move, but the rebranding of Windows Store is in line with some of its previous efforts to align its online and brick-and-mortar stores. But the company may have bigger ambitionms in mind. The company calls its online store as Microsoft Store Online, for instance.

According to a report from earlier this year, Microsoft plans to expand the item offerings of Windows Store. As of today, Windows Store sells only apps and games, but according to a report, the company wants to add music and movies and TV shows on Windows Store as well. It has also been speculated that Microsoft may use Windows Store - or Microsoft Store, as it is called now - to sell its hardware products as well as those of third-party companies.

Microsoft Store Online already sells a range of products including hardware products like Surface and HTC Vive Virtual Reality System. It wasn't immediately clear when would the company change the name of Windows Store to Microsoft Store on mainstream, stable version of Windows 10. The company plans to release Windows 10 Fall Creators Update next month.